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If your brand is featured on a retailer site in display ad format, on specific category pages, you can expect to receive significant more brand affinity (top of mind awareness) than competing brands.It may be possible to obtain better brand impression through display advertising on a retailer&apos;s site particularly for brands that are less familiar to consumers. REPETITIVE exposure to an ad is required before an impact is made.Display ads that are created to align to relevancy of content on the page will dirve more clicks that advertising that is not related to page content.Unrelated ads still influence visitor behavior. People looked at the display ads and noticed them – it&apos;s more interruptive and would require additional visibility and other touchpoints, but it still influences purchase behavior.Make sure that when you deisng your ads, they are aligned to the page content with clear message and offer. (Maybe we can refer them to the banner advertising best practices cheat sheet?)

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ENGAGE WITH US ON TWITTER• #MediativeWebinar• Following the webinar, you will receive the white paper that we released on this research The Impact Of Display Advertising At-Retail On Influencing Customer Buying Behaviour

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MEDIATIVE IS A LEADER IN RESEARCH• Knowledge is at the core of what we do in the digital world• We uncover precise data of how “shoppers and clients buy”• We help organizations significantly enhance their digital presence and move targets from awareness to purchase

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PURPOSE OF THIS STUDY• To determine how effective on-site banner advertising is at driving Walmart brand recognition and in-store and online purchase intent, as well as the potential value for manufacturers that advertise on Walmart’s website• The online survey was designed to collect quantitative metrics measuring: 01. Display Advertising At-Retail: Potential click through rate and brand lift for display advertising on the Walmart website 02. Paid Search: Potential click through rate and brand lift for Walmart and partner manufacturers resulting from paid search advertising

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KEY FINDINGSAfter seeing a related ad, 933 respondents were asked:• How likely are you to purchase this <product> from a retailer? • 27% increase in intent to purchase• How likely are you to purchase this <product> brand? • 21% increase in intent to purchase• When you think of <product>, what is the first manufacturer’s brand that comes to mind? • 60% increase in brand affinity• What is your overall impression of <product> brand? • 24% increase in brand impression

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KEY TAKEAWAYS FROM PAID SEARCH RESULTS• When advertising in the top paid search positions, you can capture potential customers that would have otherwise gone to another retailer• Co-branded ads with major brand names have the potential to drive additional traffic for both the retail brand and manufacturer• Manufacturers can expect significant increase in purchase intent for their products when co-advertised with major retail brand

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WHAT DOES THIS MEAN FOR YOU? • Featuring display ads of your brand on a retailer site can increase purchase intent, brand affinity, and emotional connections with your brandDISPLAY • Display ads related to intent can drive significantly more clicks than ad creative unrelated to intent • Although clicks are important, it is not the only measure of advertising effectiveness, especially at-retail • The higher your ad is in the paid search results, the higher the intent to purchase isPAID SEARCH • Retailers garner more brand affinity with a particular type of product by advertising in paid search. Ie. Walmart + toys • Generic search terms lessen the recall of competitive brands when a searcher thinks of a product in the future